As MMi first reported Monday, Apple recently put plans in motion to show off its forthcoming Apple Watch in Paris just in time for Fashion Week.

The effort is being coordinated with the team at Colette, a high-profile French clothing and accessory retailer. And this morning in Paris, Apple exec Jony Ive turned up in the magnificent European city to usher in the era of wearables at Apple.

"The watches are behind window displays that went up overnight, though people can get a closer look at them on the inside of the store from 11 AM to 7 PM local time," The Verge reports. Still no word, however, as to when the Apple Watch will be released. We're still told "early 2015."

What's most notable, perhaps, about this development is that, not only is this the general public's first opportunity to see Apple Watch up close, but it's also a clear indication of how Apple plans to market the wearable device. Indeed, it won't just be billed as another gadget. Based on everything we're seeing in Paris today, Apple also wants Apple Watch to be seen as a high-end fashion accessory.